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E.l.f. Cosmetics delves into gaming world with Game Up collection

The line consists of eight products that blend the virtual, makeup and skin care worlds together, the brand said.
@elfyeah Our NEW collection is next level 🎮🕹️Find your e.l.f. Game Up collection online at or in-stores at your local @target. Power up your next makeup look 🍄⬆️ #elfcosmetics #gameup #gamingtiktok ♬ original sound - elfyeah

E.l.f. Cosmetics is entering the gaming world and the metaverse with a limited-edition collection that blends the virtual, makeup and skin care worlds.

[Read More: E.l.f. Cosmetics sweetens its beauty looks with Cookies ‘N’ Dreams collection]

Game Up is an eight-piece collection that features bright and creative colors. Products that are part of the line include:

  • Eye Win Eyeliner Pot: A pigmented, smudge-resistant eyeliner available in reboot, FTW, good game and lag shades;
  • Shield Me Setting Mist: A lightweight setting spray that helps absorb blue light;
  • Rez-Me Awakening Face Mask: A creamy, dual-use mask infused with such ingredients as hyaluronic acid to revive and nourish skin;  
  • Rez-Me Awakening Eye Cream: An eye cream formulated to help minimize the appearance of dark circles, it features a roller ball applicator infused with hyaluronic acid and peptides to awaken the undereye area;
  • Ready to Play Eyeshadow Palette: An eyeshadow designed to help users feel like they just stepped into their favorite game. It contains 10 high-pigment colors;
  • Bonus Points Lip Gloss: A gel-like formula that looks like a lip gloss and works like a mask via hyaluronic acid. It is available in royal peach, blue rush, hidden treasure and next level shades;
  • Gotta Nail Them All Kit: A mix and match kit of eight vibrant nail polish shades inspired by bold screen graphics; and
  • Extra Life Kit: A kit with an angled eyeliner brush, blending brush, smudge brush, face sponge and face gems for the hair, body and nails.

[Read More: E.l.f. Cosmetics, Dunkin’ partner on energizing makeup collection]

E.l.f. Cosmetics’ Game Up collection is available online and at Target stores. The line will launch at Shoppers Drug Mart on July 18.  

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